Patagonia Primary Strengths Closing Case

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Date Submitted: 10/01/2012 12:44 PM

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Four of Patagonia’s primary strengths are as follows: strong mission statement, proactive social responsibility, unique story, and enlighten self-interest. According to Kreitner, a high-quality mission statement is the cornerstone of a company’s planning system and provides a focal point for its planning process (159). Patagonia’s mission is as follows, “build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis” (Patagonia, Inc). Everything Patagonia does is based on the mission statement! This excellent mission statement is Patagonia’s best strength and the carefully written words reveal two other strengths—a proactive social responsibility strategy and enlightened self-interest.

Kreitner suggest Patagonia is an excellent example of a company with a proactive social responsibility with enlightened self-interest. The company cut production of cotton-based clothing, which was twenty-five percent of their business, because cotton causes the most environmental damage (131). Similarly, as aforementioned, a foundation product early on in the company was their rock climbing pitons, but because “one of their core beliefs was 'strive to do no harm' and when they realized a product of theirs was hurting the earth, they immediately decided to stop selling it. They found alternative material to serve the same purpose without causing such damage. Their actions served as an example of the first core value of stewardship” (Bucaro 12).

The story of the company’s founding and growth is brimming with proactive social responsibility. According to Kreitner, a good story serves as a company’s socialization tool and advocates acceptance of the company’s core cultural values (273 and 277). Patagonia’s unique story that can be attributed to its founder, Yvon Chouinard, is a strength that indoctrinates new employees into the company’s mission and way of life (Patagonia, Inc). Yvon Chouinard created enlightened...